4-1
Web Marketing Mix and
Advertising Activity
Brandon Walcutt
Module: Competing in the Network Economy
4-2
General Marketing Review
• What are some of the traditional tools used in
marketing to determine the marketing mix or
advertise products/services?
• How do considerations like personalization,
loyalty and localization affect internet
marketing?
Module: Competing in the Network Economy
4-3
General Marketing Review
• What are some of the traditional tools used in
marketing to determine the marketing mix or
advertise products/services?
• Primary example of a marketing mix tool is
the 4Ps
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–
–
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Product
Place
Price
Promotion
Module: Competing in the Network Economy
4-4
4S Model
• Web Marketing Alternative….?
– It has been suggested by many industry professionals
and academics that the 4Ps is not the most appropriate
tool for the online medium.
– What is an alternative to determine the marketing
mix?
– 4S model:
•
•
•
•
Scope: Strategy and Objectives
Site: Web Experience
Synergy: Integration
System: Technology , Technical Requirements and Web Site
Administration
Module: Competing in the Network Economy
4-5
4S Model
Module: Competing in the Network Economy
4-6
4S Model
Module: Competing in the Network Economy
4-7
Traditional vs. Web Advertisements
What are the
traditional methods
of advertising?
Web Advertising:
• Banners
– (static, animated and interactive)
• Interstitial
– (pop ups and similar pages that
interrupt the user)
• Rich Media
– (Advanced technology, incorporating video,
audio, animation and photographs)
• Sponsorships, events and corporate sites
• Opt-ins
– (forms, newsletters push technologies)
• Viral marketing and email campaigns
• Spam, malware and cookies
Module: Competing in the Network Economy
4-8
Web Considerations
In Web Marketing, how do other considerations affect marketing
activities?
• Personalization
– Methods? Profile / Cookies / etc.
• Loyalty
– What motivates them to come back?
• Localization
– With global marketing possibilities, can/should we localize?
Module: Competing in the Network Economy
Web Marketing Mix and Advertising Exercise
4-9
Overview:
There are screen prints from the websites of 3 different
companies on the following pages.
Teams will choose one of the companies and answer the
questions below that are related to selecting the best
marketing mix and advertising for web related
companies.
Be able to justify your answers!
Module: Competing in the Network Economy